Brand Strategy · Naming · Web Design · Wholesale
Founding Brand & Digital Lead · In progress, pre-launch
Founding Brand & Digital Lead · In progress, pre-launch
THE BRIEF
A new apparel label out of Hermosa Beach. The name existed and the product existed. Everything that turns those into a brand did not.
THE DISAGREEMENT
The founder wanted a Hermosa Beach brand. We're from there, and it was the obvious move. I pushed back, because the name was telling us something else. Generation isn't a place, it's a group of people. Tie the brand to one beach and the ceiling is souvenirs for tourists. Tie it to coasts everywhere and Hermosa stops being the limit and becomes the origin story.
THE POSITIONING
Born in Hermosa Beach. Made for everywhere.
It's the call everything else gets built on: the palette, the voice, the product names, and who the brand is allowed to talk to.
WHAT I'M BUILDING
The brand story and product naming, and all the site and email copy for an 8 SKU first collection. The three page site, designed in Figma and built in HTML and CSS. Instagram and TikTok, set up and being planned toward launch.
THE COMMERCIAL PART
I'm structuring the wholesale channel for boutiques, hotels and surf shops around low minimums, so a buyer can test two styles instead of betting on eight. Lowering the buyer's risk is how a brand with no track record gets onto a shelf.
